Volvo launches ‘new car brand’ called Selamat – ES90 teasers part of year-long campaign focused on safety – paultan.org

Today’s launch of the Volvo ES90 was also the unveiling of ‘Selamat’. Volvo Car Malaysia’s teaser campaign for the all-new electric sedan focused on a ‘new car brand’ called Selamat. We saw that word appear on a camouflaged mule walking through KL last week, and Selamat was also featured in cryptic outdoor ads and an online campaign.

VCM explains that Selamat has a double meaning in Malaysia. Spoken every day, usually used to wish each other well (as in Good morning or safe journey), the word also means safety. And Volvo is safety. We know that, you know that, and everyone who is not a car enthusiast knows that. Another extra to its USP, that’s what the inventor of the three-point seat belt does here.

“The EV landscape in Malaysia is growing rapidly, with new brands entering the market, many of which are staking their own claims on advanced technology and safety. In a world where everyone says they are safe, safety concerns are becoming just a feature, something talked about but rarely felt,” explains Patricia Yaw, VCM sales and marketing director.

Cryptic outdoor ads, online campaign teasing a ‘new car brand’ called Selamat, which turns out to be Volvo
“For Volvo, safety has never been a claim. Selamat reflects our belief that real progress lies in giving drivers confidence, foresight and peace of mind on every journey. As mobility continues to evolve, Selamat ensures that human life remains at the heart of everything we do,” she added.

VCM says Selamat is a thematic campaign that will run throughout 2026 and aims to transform road safety from a regulatory mandate to a shared culture. Expect a series of activations and educational initiatives on site to reaffirm the importance of automotive safety. It will all build on the Selamat Drive event – ​​scheduled for the second quarter of 2026. The ‘flagship driving event’ will allow Malaysians to experience the synergy between safe driving habits and Volvo’s safety technologies in a real-world environment.

According to data from the Department of Statistics Malaysia (DOSM), 4,428 transport-related fatalities were recorded in Malaysia in 2024. Let’s go for the safest cars we can afford (don’t forget good tires and car maintenance), but perhaps even more importantly, Malaysians need to drive better and be calmer behind the wheel. Have a nice trip.

More about the new Volvo ES90 with a WLTP range of 651km here – the CKD EV goes for RM340k.

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